Artist News Brands & Merch

G-Eazy cuts ties with H&M

By | Published on Wednesday 10 January 2018


Following The Weeknd’s announcement that he is ending his partnership with H&M, rapper G-Eazy has also cut ties with the company. Both decisions come as a result of the clothing branding posting a picture of a black boy wearing a hoodie bearing the slogan “coolest monkey in the jungle”.

As previously reported, The Weeknd had already been working with the brand for some time and had released his own range of clothes via the partnership. G-Eazy was due to launch his own range of clothing in H&M stores in March, but these plans have now been cancelled.

“Over the past months I was genuinely excited about launching my upcoming line and collaboration with H&M”, said the rapper in a statement on Twitter last night. “Unfortunately, after seeing the disturbing image yesterday, my excitement over our global campaign quickly evaporated, and I’ve decided at this time our partnership needs to end”.

He continued: “Whether an oblivious oversight or not, it’s truly sad and disturbing that in 2018, something so racially and culturally insensitive could pass by the eyes of so many (stylist, photographer, creative and marketing teams) and be deemed acceptable”.

“I can’t allow for my name and brand to be associated with a company that could let this happen”, he continued. “I hope that this situation will serve as the wake up call that H&M and other companies need to get on track and become racially and culturally aware, as well as more diverse at every level”.

H&M previously apologised for the photograph and withdrew the top from sale.